Rajesh Ramaswamy, commonly known as Ramsam in the advertising industry, recently made his directorial debut with a short film called Iruve. In this film, he explores the connection between ants and society. Ramsam explains that while contemporary cinema tends to focus on being edgy and fast-paced, he drew inspiration from the simple storytelling of classics like Malgudi Days. He laments the lack of such storytelling in modern films.

The central theme of Iruve revolves around the close-knit nature of communities, akin to how ants operate. Set in Jayanagar, the film showcases an older man left alone at home while his son works abroad. Despite this, the neighborhood functions like a family, with everyone supporting each other. According to Ramsam, the characters in the story are grounded in everyday life, with unconventional protagonists such as a pesticide controller and an elderly man living alone.

The director emphasizes that the primary goal of making the film was to enjoy the process. Choosing to shoot in Bengaluru and involving local talent gave the production a homely feel. Ramsam also shares the challenges of releasing a short film on an OTT platform, highlighting the competitive nature of the industry and the need for substantial marketing strategies, especially for anthologies without star power backing them up.In the age of "Y," individuals of all ages are engaged in various creative pursuits, embodying a creator economy that fosters technological innovation. Despite this, the expectation for an abundance of films is juxtaposed with the reality that filmmaking is a highly intricate process, albeit easily distributable online. The current challenge lies in effectively monetizing these creations, which will likely be resolved with time and effort.